Nail your AI product launch with integrated revenue precision

As generative and agentic AI reshape the technology landscape, companies are racing to innovate. From AI assistants and autonomous agents to workflow optimization tools, the next wave of product launches is poised to transform industries and the customer experience.

But here's the hard truth: nearly 80% of new product launches fail to meet their objectives, according to research from Harvard Business School. AI technology is evolving faster than ever, making successful AI and software product launches more challenging.  

Rapid shifts in market expectations and competitive landscapes mean teams must move quickly — or risk falling behind. That often means missing key revenue targets, failing to hit adoption milestones, or underperforming in key markets, despite massive investment in R&D, marketing, and sales enablement.

At Anaplan, we believe the success of new products and services hinges not just on breakthrough technology, but on the operational discipline behind your go-to-market (GTM) strategy and launch orchestration. In a fast-evolving space like AI, the companies that win are the ones that are more aligned, plan better, and act faster.  

1. Market sizing: Know the playing field

Don’t build blind. Smart GTM starts with tying together your market sizing and ideal customer profiles. In AI, your total addressable market (TAM) is constantly shifting — shaped by how mature your use case is, how fast industries are adopting, and where regulations land.  

With Anaplan, you can:

• Quantify your ideal customer profile (ICP) and the opportunity by vertical, region, or segment. 

• Continuously refine TAM/SAM/SOM models as the market evolves.

• Align product, marketing, and sales investments to areas with real revenue potential. 

💡 Example: A company launching an AI sales assistant might size the opportunity differently in financial services vs. manufacturing based on automation maturity and compliance complexity.

2. Segmentation and scoring: Focus where it counts

Not every account is AI-ready. Intelligent segmentation aligned to your ICP ensures your sales and marketing teams prioritize the right buyers — those with the highest likelihood to adopt and scale your new AI offering. 

In Anaplan, organizations can:

• Segment accounts based on firmographic, technographic, and intent data. 

• Score accounts dynamically using AI-readiness signals, such as past innovation adoption or digital transformation maturity.

• Align GTM motions and programs across sales, marketing, and partner teams. 

💡 Example: A tech company might prioritize mid-market SaaS firms over legacy enterprises based on faster buying cycles and greater openness to AI integration.

3. GTM capacity planning: Optimize headcount. Amplify impact.

Launching a new product — especially one as complex as AI — requires a precise balance. Do you have the right technical resources and overlays? Are your solution consultants enabled or stretched too thin? Are you over-investing in one team like SDRs and under-investing in another like customer success? Do you have sufficient capacity to enable partners and run effective marketing programs?  

Anaplan GTM Capacity Planning enables you to:

• Model GTM team and operational support capacity across segments and roles. 

• Simulate different hiring and ramp scenarios aligned to your launch plans.

• Plan for scale with confidence and flexibility as your segmentation evolves and pipeline and bookings ramp. 

💡 Example: As adoption of an AI product grows, a company may need to shift which segments they focus on. From a high-touch enterprise model to a more scaled inside sales approach, Anaplan makes it easy to pivot without chaos.

4. Territory planning: Maximize coverage. Minimize conflict.

AI products often blur the lines between traditional solution areas, creating overlap and confusion in sales coverage. Clear, balanced territories are critical to driving focus and minimizing friction across GTM teams covering overlapping accounts. 

With connected territory planning in Anaplan, you can:

• Adapt account-to-territory assignments and design equitable territories that align with evolving product portfolios. 

• Quickly adapt to shifts in your organization, market, or competition.

• Increase seller productivity with targeted enablement and skill development tied to your ICP and by eliminating gray zones and overlaps. 

💡 Example: A new AI platform offering horizontal capabilities rather than vertical or product specific capabilities may require a fresh approach to territory design — organized by use case or buyer role, not just geography.

5. Quota planning: Drive focused execution

Quota planning is where GTM strategy meets execution. For new AI products, unrealistic product launch targets and poorly set quotas can lead to underperformance, rep churn, or missed targets, especially if based on guesswork. 

Anaplan helps you:

• Set realistic yet ambitious quotas tied to pipeline, ramp, and capacity data. 

• Model different product launch and performance scenarios and align quotas accordingly.

• Incentivize the right behaviors without overcomplicating compensation. 

💡 Example: A company launching a generative AI copilot could use Anaplan to set ramp-adjusted quotas for pilot phase reps and full ramp quotas as adoption stabilizes.

6. Deal desk: Pricing for launch success 

Deal desk, pricing committee, and packaging decisions are make-or-break for new products — especially in fast-moving markets like AI. Without coordinated pricing governance and deal-desk workflows, reps may discount too early, misposition value, or slow down deals during a critical launch window.

Anaplan helps you: 

• Align pricing strategies with product launch goals, margin targets, and buyer segments.

• Operationalize launch-specific guardrails for discounts, approvals, and escalations. 

• Coordinate deal-desk workflows across sales, finance, and product teams in real time.

💡 Example: A company launching a new AI product may choose to bundle it with existing SKUs or sell it separately. If sold standalone, they might allow deeper discounting in the first 90 days, then gradually tighten thresholds as adoption and win rates improve.

7. Sales forecasting: Build confidence from day one

Accurate forecasting is critical during new product launches, especially with innovative offerings like AI where historical data is limited. Setting accurate revenue targets, overestimating early traction, or failing to account for rep ramp and enablement can derail pipeline expectations and planning. 

Anaplan helps you:

• Forecast new product sales with real-time data across teams responsible for lands, expands, and service engagements that ensure successful adoption. 

• Adjust forecast scenarios and GTM plans dynamically as adoption trends emerge across geographies or segments.

• Align product, sales, and finance teams around a single view of performance expectations and reality. 

💡 Example: A company launching a new AI solution may forecast initial sales based on pilot pipeline conversion rates, then update projections weekly and adapt GTM plans as traction builds in specific segments.

Execution is the differentiator

AI is rewriting what’s possible in software — but execution remains the great differentiator. A brilliant product will underperform without a strong GTM strategy and plans. That’s why market-leading tech companies use Anaplan to connect their strategy to execution, especially when it matters most: during high-stakes product launches. 

With integrated revenue performance management, Anaplan helps you:

• Launch faster. 

• Sell smarter.

• Grow predictably. 

Whether you're rolling out new AI capabilities, forecasting pipeline and sales of your launched products, or adapting your GTM plans, we’re here to help you turn vision into impact.